Marketing Department, Syms School of Business, Yeshiva University, 215 Lexington Avenue, Suite 411, New York, NY 10016, USA.
Grenoble Ecole de Management and IREGE, Université Savoie Mont Blanc, 12 rue Pierre Sémard, BP 127, 38003, cedex 01, Grenoble, France.
Appetite. 2021 Jul 1;162:105187. doi: 10.1016/j.appet.2021.105187. Epub 2021 Feb 28.
Nostalgia is a prominently used emotion in marketing. This work adds to the burgeoning literature on how feelings of nostalgia influence consumption behavior by investigating how nostalgia influences eating attitudes and behaviors. Two experiments showed that people consumed more and reported more favorable attitudes towards healthy food when feeling nostalgic (versus neutral). Nostalgia also diminished the consumption of unhealthy food. Process evidence revealed that nostalgia's differential influence on the consumption of healthy and unhealthy foods is due to increased perceptions of social support. Since perceptions of social support increase self-control resources, individuals were better able to make healthier food choices when in a nostalgic (versus neutral) state. The findings provided behavioral evidence that nostalgia positively influences healthy eating attitudes and behavior, and established perceived social support as an important mechanism underlying these effects. This work suggests that nostalgia can be a useful tool not only in our commercial marketing efforts, but also in public policy, in that it can help promote healthy food intake and well-being.
怀旧是市场营销中常用的一种情感。本研究通过考察怀旧情绪如何影响消费行为，为日益增多的关于怀旧情绪如何影响消费行为的文献增添了新的内容。两项实验表明，当人们感到怀旧（与中性状态相比）时，他们会消费更多的健康食品，并对其持更积极的态度。怀旧情绪还减少了对不健康食品的消费。过程证据表明，怀旧对健康和不健康食品消费的不同影响是由于感知到的社会支持增加所致。由于感知到的社会支持增加了自我控制资源，因此当人们处于怀旧（与中性状态相比）时，他们能够更好地做出更健康的食物选择。研究结果提供了行为证据，表明怀旧情绪会对健康的饮食态度和行为产生积极影响，并确定了感知到的社会支持是这些影响的重要机制。这项工作表明，怀旧情绪不仅可以作为商业营销手段，还可以作为公共政策工具，因为它有助于促进健康饮食和幸福感。
